Marketing your business in 2016 is a mix between products, technology and customer engagement. Having a restaurant before the era of review sites and social media wasn’t as complicated; you went off of word of mouth and cost. However, times are changing and the demand for a heightened quality of food, efficiency, and dining experience is what really counts. Not only does it count but now people can write reviews and spread word about your establishment via the internet.
Don’t get stuck between a rock and a hard place by not managing your online reputation and not advancing with the times. Get ahead of the curve and use Gen Z’s increased sense of engagement via technology to your advantage. Offer more promotions, coupons and even incentives for people who tag themselves at your business or post a positive review about you on social media. Make sure all of your listing information is cohesive throughout the internet to avoid wrong phone numbers, hours of operation, or address. Any wrong information provided about you can deter customers from trying you and going to a new place. Here are 6 Marketing Trends to Help Attract New and Old Business in 2015.
1 . Dining ‘Farm-to-Fork’
A very popular trend that is emerging is the Farm-to-Fork (or Farm-to-Table) movement. This is a community food system in which food is produced, processed, distributed, and consumed all within a local community. Many people are turning to a more natural diet with less processed and more organic meats, fruits and vegetables. This allows people to eat fresher food while helping out to enhance environmental, economic, social and nutritional health within the area.
2. Moving to Gen Z
Millennials are also known as the ‘Demand Generation’ which is based on instantaneous gratification. While this demand will continue, restaurateurs are going to have another issue on their hands. The next generation known as ‘Gen Z’ are the early adopters, the brand influencers, the social media drivers, the pop-culture leaders, and are the most connected, educated and sophisticated generation ever. With this generation up-and-coming, restaurateurs are going to need to please this crowd with high-tech service, electronic menus, a heightened level of dining experience and more unique/creative menu offerings.
3. Expanding Technology
As technology spreads its wings we encourage restaurants to keep up with the changing times. Instances like below are definitely a step in the right direction:
· Accepting mobile payments.
· Providing a tablet to join your mailing list.
· Presenting menus on tablets.
· Allowing customer to electronically place their orders on the table.
While Gen Z still requires a high level of demand, they are all about efficiency. Think about it, allowing people to view and place their order on a tablet provides less room for human error. Customers can no longer say that the waitress ‘messed up their order’ or claim that they were charged for more than what they had ordered. Offering mobile payments allows less running around for a waitress so they can attend to more tables which allows you to use less staff.
As with anything new, this trend will be continuously changing and evolving. Making sure you do your homework and brush up on newer ways to attract customers will help you out in the future.
4. Designing Shareable Plates
Customers were very intrigued with ‘family-style’ dining in the year of 2014. This trend does show it is still high rising and will last throughout 2015 and into 2016. Providing the option to purchase the family-style portion for only a couple dollars more will seem like the right way to go when you have a party of 2 or more. Customers like to see more ‘bang for their buck’.
Not comfortable with changing around your whole entire menu on a theory? We suggest creating a ‘Shareable Plates’ section on your menu to see if this is something more and more customers order off of. Testing its success is a great way to tell if it is something you should implement on your whole menu.
5. Creativity with Your Beverage List
Gen Z and Millennials all love to try new things and if you serve alcohol you want to capitalize on this trend in 2015. These generations have a more extensive palette when it comes to food and drinks. Providing shareable punches and a more extensive collection of flavored whiskey, vodka and rum will help you out with creating new and exciting drinks for them to try.
Don’t have alcohol? That is fine! Try bringing in some herbal teas, coconut water or any other mixed non-alcoholic beverages you might find interesting. These people are on a quest for something new and being that they are brand managers it will most certainly be helpful to appease them.
6. Menu Items for People with Allergies
Did you know that between 1997 and 2011 there was a 50% increase of children with food allergies? Now you ask yourself; Why do I need to do this? Answer is very simple, when customers are deciding to go out usually the person who picks the place they are going to will be the one with a food allergy. This is to ensure that person will have a good time dining out as well.
We know providing a safe-haven for people with food allergies is a big burden and requires strict preparation techniques. However, once you become fluent on all processes you will attract new and old customers who stopped or wouldn’t come to your establishment due to their restrictions. Make sure you advertise the menu to ensure people know that they should come and try you as well.
Have other trends that you foresee becoming big it 2016-2017? Share them below!